Marketing & Advertisingintermediate
UTM Parameter
Urchin Tracking Module Parameter
Definition
A small tag added to the end of a web link that tells your analytics tool exactly where a visitor came from, such as which post, email or ad sent them.
Why it matters
UTM parameters show you which marketing actually brings people to your site, so you can spend more on what works and stop wasting money on what does not.
Example
A link ending in "?utm_source=instagram&utm_campaign=summer_sale" tells you a visitor arrived from your Instagram summer sale post.
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